In unfortunate circumstances, AIB launched a press campaign on the Monday after Kerry GAA star, Colm Cooper, got a career threatening injury. The campaign, that was using Cooper in an injured pose, was pulled but one ad slipped through the net on the Monday as the news broke. Twitter crucified AIB. But instead of abandoning their GAA ambassador and swiftly moving on, AIB made a documentary about his subsequent comeback. It showed the dedication and passion required for an amateur sports star to come back from such an injury. It connected with our audience and a year later the hate had turned around.